Last year I recall coming up with a term to describe the discrepancy between a) the amount of time consumers spent online, with b) the amount of money marketers spent online. The former was in the range of 25%, and the latter was a paltry 5%. I coined this discrepancy the 25/5 Divide. I thought it did the trick. Within the year, online advertising crept up to 7-8% of total advertising… and so I began to brace myself to call it the 25/10 divide.
All to say, looks like I might not even need that at all, apparently:
According to The New York Times, quoting Nielsen/NetRatings Ad Relevance, AT&T spent $79 million on online ads in the first quarter, up nearly 50 percent from a year ago. Ford Motor spent $29 million online in the first quarter, quadruple the rate a year ago. See a trend?
“We’ve reached a tipping point,” Bryan Wiener, chief executive of 360i, a search marketing company, told The Times. “It’s not just talk anymore. The flood of dollars online is starting to accelerate to match the amount of time we spend online.”
I guess that’s a good thing, so I can can the buzzwords and start collecting the RFPs…
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